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Ways of Seeing, Ways of Being

Representing the Voices of Tourism


Edited By Maurizio Gotti, Stefania Maci and Michele Sala

The aim of this volume is to give voice to the various and different perspectives in the investigation of tourism discourse in its written, spoken, and visual aspects. The chapters particularly focus on the interaction between the participants involved in the tourism practices, that is the promoters of tourist destinations, on the one hand, and tourists or prospective tourists on the other. In this dialogic interaction, tourism discourse, while representing and producing tourism as a global cultural industry, shows it to be on the move. Language movement in the tourism experience is here highlighted in the various methodological approaches and viewpoints offered by the investigations gathered in this volume.

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Meaning-making in Web 2.0 Tourism Discourse (Stefania M. Maci)


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Meaning-making in Web 2.0 Tourism Discourse

1.   Introduction

Tourism is one of the largest economic sectors in the world, representing around 11 per cent of gross world product (WTO). One of the reasons why tourism occupies a prominent position in international business markets lies in the fact that the tourism industry has exploited the potential offered by the Internet. Indeed, the Internet can be seen as a commercial communication channel, through which new ways of conducting business have been developed in many sectors, tourism included. The tourist’s decision-making process depends on the quantity and quality of information collected about a destination, in an attempt to reduce the gap between expectations and the holiday experience (O’Connor et al. 2001). The easiest way to gather information and experience a holiday virtually is via the Web (Cho/Fesenmaier 2001).

With Web 1.0, potential tourists sought information about destinations via the Web, and were, therefore, merely network consumers. The type of information that prospective tourists could gathered on the Web is similar to what we see in Figure 1 below, the home page of accessible online on 30 Dec 19961, This homepage provides general information about London. Prospective tourists could read the page, but the only ‘autonomy’ they had was that of selecting the link on the left, to be directed to secondary pages where they could find further information about things to do, places to go,...

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